B Corp, as a movement, was created in 2006, and it has now grown to having over 8,000 registered companies in 96 countries.
Initially, the majority of the B Corp certifications were concentrated in London, with much of the momentum generating in the south-east of the UK, however it is rapidly picking up pace across all regions of the UK.
Currently, there are over 2,000 B Corp-certified brands in the UK, with an ever-growing number signing up, while a glance at the B Corp directory shows a number of brands successfully gaining B Corp accreditation in March 2024, writes Epicurium’s Marketing Manager, Richard Jefferson.
But why are so many brands opting to apply for B Corp certification? The answer is because it offers a way for them to demonstrate their commitment to a better planet and indicate that they are in tune with the modern-day consumer. The increasing demand for the certification is largely as a result of an ever-developing consumer who is more concerned about knowing the sustainability credentials of the products they are buying, rather than being driven purely by price – consumers are increasingly placing more importance on responsibility and are willing to pay a higher price for it.
From a brand perspective, the push for B Corp-certification is being driven by a desire to do more for the planet, however it is also an important method to differentiate themselves in a crowded market by aligning with values of the modern-day consumer, such as environmental stewardship, social responsibility, and transparency. By aligning with the values and principles of consumers, brands are setting themselves up for the long-term by helping to build customer loyalty.
There is increasing evidence to suggest that consumers are becoming ever-more educated about sustainability. With the rise of information accessibility through the internet and social media, as well as the increasingly vocal messaging around climate change and protecting the planet, consumers are more aware of the environmental and social implications of their purchasing decisions. This increased awareness has, as a result, led to a greater demand for sustainable products and transparency from brands regarding their environmental and social practices, with the momentum behind this showing no sign of slowing down.
While cost-of-living pressures have undoubtedly led to tighter wallets and less lavish purchases, it has also led to a greater emphasis on value-driven purchases. In the eyes of the modern-day consumer, the value perception of a product extends far beyond solely the price of it, with a greater importance being placed on the overall value offered by a product. If a product aligns with a consumer’s lifestyles, beliefs, and values, then they are still willing to pay a higher price than they would have been otherwise. By achieving B Corp-certification, brands are doing exactly this – aligning themselves with the consumer, offering a greater perceived value by providing assurance that purchases contribute to positive social and environmental outcomes, and improving their overall public image in the process. For a retailer or convenience store, it is hugely important to build their own, strong, reliable, ethical brand, with the short-term cost of B Corp-certification being counteracted by long-term profitability driven by repeat business.
To achieve B Corp certification, brands must attain a minimum score on the B Corp Impact Assessment, which evaluates a brand’s impact on workers, customers, community, and the environment. Additionally, they must meet legal requirements and pay an annual certification fee.
The process can be quite daunting to the first timer; however, the questions can help to determine the actions a company needs to take and the areas they need to address in their journey to achieving certification. If approached methodically, the assessment provides a useful framework through which to work, and, whilst you don’t need to score highly on all areas, it can provide a prioritised, strategic plan for working ethically, sustainably, and responsibly going forward, while helping brands to grow in ways that may not have been possible otherwise, both in the numbers and in the eyes of the consumer.
At Epicurium, we help drive ethical and responsible choices by championing better for the planet brands, actively sourcing brands that go beyond taste and into the realms of planet-first practices and offering customers the opportunity to filter their product requirements by sustainability credentials.
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